The roles of mass media, word of mouth and subjective norm in family takaful purchase intention
Purpose – This paper aims to address the influence of mass media (MM) and word of mouth (WOM) on subjective norm (SN) and the intentions to purchase a family takaful scheme among Muslim Malaysians. Design/methodology/approach – Data were collected from 384 Muslim consumers in Kuala Lumpur, Malaysia,...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Emerald Group Publishing Ltd.
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/73731/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962552138&doi=10.1108%2fJIMA-03-2015-0020&partnerID=40&md5=d3ddbf2d4593426e445f82faf20d2b08 |
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| Institution: | Universiti Teknologi Malaysia |